No doubt there are detractors who cringe at the prospect of connecting the term customer service with an institution of higher education. Some may consider the term demeaning. However, given the college funding crisis and current economic climate, a quality customer service strategy is a prudent adjunct to any marketing activity undertaken. It is not the actual term "customer service" that is important as a function of college business, but rather embracing the quality customer service (QCS) ideal, and implementation of such strategies that are in the best interests of a college to help increase enrolment, aid retention, and build a service excellence reputation. The creation of a customer service college culture has far-ranging benefits. It builds a reputation of service excellence that permeates the larger community. A great image as an institution that cares about its student customers attracts student prospects and contributes to a positive experience, from first contact through to graduation and beyond. The bottom line is, in the best sense of the metaphor, that colleges must seize every opportunity to value their customers, potential customers, and others by developing quality customer service college cultures that embrace the ideals of empathy and other-centeredness. It is a noble pursuit for the colleges, a wholesome endeavour for college representatives, and an essential strategy for attracting and retaining college customers.